Hoosier Hospitality

Igniting Powerful, Sustainable, Word of Mouth Movements • brainsonfire.com

Tuesday, August 7, 2012

HELLO.


I WAS BORN
WITHOUT A NAME.


ROBBIN


I LOVE...


Good
Beer.


WILL WORK FOR
HAPPINESS.


HOsPITALITY=

KINDNESS
TO STRANGERS+GUESTS


Our
Book.


VALUE SHIFT.


We need to use our BRAND AMBASSADORS
so they can get some VIRAL BUZZ and our
COMMUNITY INFLUENCERS can EVANGELIZE
the PRODUCT SEEDING and create some
SOCIAL MEDIA about it. Then we’ll TWEET
about it and update our FACEBOOK status as we check
in on FOURSQUARE.


I’M SORRY, BUT…

WTF .


THE FOCUS
SHOULD NOT BE
TECHNOLOGY.

IT’S ABOUT

PEOPLE, STUPID!

WHAT IS A
MOVEMENT?


A movement elevates and empowers people to
unite a community around a common cause,
passion, company, brand, or organization.


I’ll take it a step further…
A sustainable movement happens when customers and
employees share their passion for a business or cause
and become a self-perpetuating force for excitement,
ideas, communication, and growth.


CAMPAIGNS
VS
MOVEMENTS

CAMPAIGN


MOVEMENT


CAMPAIGN

Launch an attack on competitors
Target Customers

Penetrate Markets Capture Market Share

Market Domination

CAMPAIGN

MOVEMENT

Fans
Love Inspiration
Grassroots
Evangelists Loud and Proud
Kindred Spirits Passion
Spreading the word
MOVEMENT

KINDNESS.


SHARED
OWNERSHIP.

BUIL ON PASSION
T


THE ABOLITION OF CHILD
SEX SLAVERY AND EXPLOITATION.

FACTS ARE
OVERWHELMING


TWO CHILDREN
EVERY MINUTE


Movements Have
Powerful Identities


FILL IN THE BLANK:
“I AM
.”

POWERFUL IDENTITY

Movements live online
and off-line.


90% OF

WORD OF MOUTH
HAPPENS OFFLINE.

OFFLINE TOOLS


OFFLINE


Movements have
shared ownership.


Ownership & Implementation

SHARED OWNERSHIP


SHARED OWNERSHIP


A Church in Long Island, New York
was just given a winning 3 million
dollar lottery ticket by a member of
their congregation. The Church in
turn donated $200,000 to Love 146.
This made big news, the Pastor has
been on Good Morning America,
The Early Show, etc. talking about us.
Great awareness!

SHARED OWNERSHIP

A MOVEMENT IS NOT
A SPASM OF PASSION
WE NEED A COLLECTIVE SHOUT!


Movements Get Results


• More than tripled donations
since changing their name &
story
• 19,000 Love146 twibbons
• 160 Task Forces


• 100 offline events in last
6 months
• 400K+ website hits per month
• 250 user-submitted videos in
the last year


So, how does this apply to ?


THINK:
WHAT ARE THE STORIES YOUR
ORGANIZATION TELLS?


THINK:
HOW CAN YOU EMPOWER PEOPLE
TO TELL YOUR STORY ONLINE
AND F TO F
ACE ACE?


THINK:
CONVERSATION TOOLS


Fiskars scrapbooking products drive virtually
no conversation in the blogosphere.

Existing online hubs had become a place for cattiness,
bullying and criticism.
aka…Scrap Bitches.

Online mining discovered the market was much
younger.
Scrapbooking isn’t just for grandma.


These women were extremely passionate!

But their passion wasn’t about the tools.

It was about what those
tools enabled them to do.


REFRAME THE
CONVERSATION


Reframe the conversation from “about scissors”
to “about people celebrating their creativity and
sharing their personal lives with each other.”

Create and support a positive blog community,
supported by Fiskars.

A community led not by the best technical
scrapbookers, but by the most passionate.


Movements have
inspirational leaders.


Movements Empower
People with Knowledge


• 3x sales growth in
stores visited by a
Lead Fiskateer
• 8500+ engaged
Fiskateers
• 500% Yearly Value
of community


• 600% increase
in online mentions
• 120K+ positive
comments


KEY TAKEAWAY:
WHAT ARE YOUR advocates
REALL TALKING ABOUT?
Y


KEY TAKEAWAY
HOW DO YOU FIT
INTO THEIR LIVES?


KEY TAKEAWAY:
HOW AND WHERE CAN YOU
FIND YOUR ORGANIZATION’S
BEST FRIENDS?


Powerful Identity


A growing movement


WONDEROPOLIS
IN THE
CLASSROOM

OFFLINE

• 18,500 visitors in its first month
• Jan-Aug 2011 unique visitors
grew by 670%
• O dollars spent on marketing, growth
totally fueled by organic word of mouth
• Facebook & Twitter followers grow
steadily, averaging 150 and 141 new
fans per month, respectively


• Wonderopolis has enjoyed
numerous (unsolicited)
favorable reviews in 100+
online publications
and blogs.
• Recently, Time Magazine
named Wonderopolis
one of 2011’s
“50 Best Websites.”
• EducationWorld.com gave
Wonderopolis 5 stars for
its high-quality information
and ability to bring fun into
the classroom.

THINK:
DO YOU HAVE
“TALKABLE” CONTENT?


THINK:
HOW CAN YOU ADD VALUE
TO PEOPLE’S LIVES?


Now It’s Your Turn...


ROBBIN PHILLIPS
Courageous President
@robbinphillips


Hoosier Hospitality

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